42nd Street (Warner Bros.) (1933)

Sell “42nd Street As Biggest Screen Event Since Birth of Vitaphone! O PICTURE since Warner Bros. turned the show world upside down with ‘The Jazz Singer’ has meant more to film business than ‘42nd Street.’’ Musical entertainment comes back to the screen, not merely as an improvement over the old, but as something vastly different and sensationally new. 2. THE CAST.—14 stars, 50 featured players, and the 200 most beautiful girls in the world! The most lavish array of talent ever offered in a single attraction! 3. PRODUCTION.—A picture that is the triumphant culmination of five years’ intensive effort! The vast resources of the Warner Bros. organization were poured unstintingly into the making of this great picture to give it such sweep and spectacle as the screen has never seen before! 4. material you couldn’t have bought for a million! 5. PROMOTION.—The ‘42nd Street”’ special roaring across the country with its cargo of stars and chorus girls, is one of the greatest exploitation coups ever conceived or executed! “42nd Street” is a show which must be sold with direct and forceful compaigning. Pour in the FACTS, and the emotional element will build itself. Here are the five most im portant units in your selling set-up: 1. THE EVENT.—The perfection of musical screen entertainment is the most im portant event to movie-goers since Warner Bros. introduced talking pictures! Warner Bros. lavished money and talent on this great entertainment venture because they knew they could depend on your enterprise and ingenuity to put it across! Ads and all other material are presented in as elastic a form as possible so you may adapt them to your local needs. Choose the material you think best and smash across ‘42nd Street’’ as one of the great screen attractions of all times! ENDORSEMENTS.—Nine great ra dio personalities stepped forward after the preview to label ‘42nd Street’? one of the great attractions of all time. Here is campaign DAILY Saturday, Feb. 4, 1933 “42nd STREET” with Warner Baxter, Bebe Daniels, George Brent, Ruby Keeler, Dick Powell, Guy Kibbee, George E. Stone, Ginger Rogers, Una Merkel Warner Bros. 85 mins. ' LAVISHLY PRODUCED BACKSTAGE MUSICAL WITH THE NECESSARY STUFF FOR STRONG POPULAR APPEAL. With three distinct elements in its favor —a revived demand for musicals, a production that has plenty of names and many knockout surprises, plus the backing of | Viae a —. Warners’ Musical REPORTER cross-country ‘42nd Street” special train I exploitation—exhibitors should be able to ; cash in big with this one. Though the Digg, US * . on : a by; story framework itself is familiar backJ 2 Ure t 2 pt routine, there are other elements that Ors the weet ° A for ol ky t “3 e x make the picture topnotch entertainment. Plu, as tlle the F selivet Cyan ayion *° pelt t \"It has plenty of punches in the way of —§ The “'Sona; of quress aati qhell ” ont, © : : q Spence ait pull, z railing pigereet em \n Srarets {entation = wwe nifty price anaes Aeghs center ae 1ie’sion : Say iV was \ xhe \av" of y scenic effects achieved by clever trick phole a pionee’™ gtices e the oO ny) an ne Ws Baeon pet ane come comet tography, and the requisite backstage glamOw Sou, ner, ay. girst €° ond we \e ae ae to “Ue the ors wee, ts, ae iy our, girly flashes, cross-romances, heart ini Only the bug ome ee fit movationss: music? s rect menace aby Keel Bebe dane Powe” terest and an appealing denouement where’ ction es few lic 4 ane ction = rerur® S ye done \ pertorr ro ® BF we na M& a modest beginner saves the show when is “Mons, Ye ew ey * ster \ rector kes © ody aoe evs who ™ the star is hurt. Swell performances from “'Y a, ee so ate ony. he way owing aien wh? onl cr ay Ginde a othe" Ss Baxter down, and fine direction by Lloyd | nq Sho, Was 5 yitat fore am neattic gee ge \3 ober and » it PC Bacon. Ust ave Mangp it WW xh 4\ ‘Geo 1 4\ eq © kn ; AS] w Ropes; Adaptors, James Seymour, James; Dialoguers, same; Editor, Thomas Pratt; Cameraman, Sol Polito. Direction, A-1. Photography, Unusual. AND PRODUCTION HIGH SPOTS IN ‘42ND STREET Jan. 12, 193F 4 As constructed, the piece is really plausible. Ginger Rogers gee icome x a musical comedy within a mild melomost of the women of the cast wit! pees STREET “ eo y smas Lively and Tu neful drama, It takes you behind the scenes some clever nonsense, and Una Mer Warner Bros. makes the bo 8 a ina musical comedy factory and shows «el, in her dependable fashion, con ancenOn er This is musical comedy loaded with you just how much perspiration, nervtributes laughs. ging numbers of the i ions the stuff that gave this form of enous breakdowns and youth and beauty Dick Powell is teamed with Ruby Brothers’ leading Being the first ae being tertainment its standing: marvellous have’ to go into the making of one of Keeler im carrying the juvenile roi ‘42nd Streets od for a long rite getting dance ensembles with precision routhese dramatic confections. mance and clicks very nicely. Guy story aa well CF at Na cut of hot tines; spectacular sets, catchy songs, Ruby Keeler is the little understudy super pack to 4 i Page Two —zoast beef after a di Kibbee, who plays the angel of the pretty. girls of high aphrodisiac quowho becomes a star over night when production, is his usual competent : cheese and pinetient, and racy, earthy comedy. the star, played by Bebe Daniels, self, but his lines are nothing to write a Tons filling =<) For the great majority of picture breaks an ankle during a faw-dawn home about. ani, earfullyaah audiences, and particularly in the Session. Bebe has one song, You're Others contributing noteworthy efA nice human one smaller towris where the natives never Getting To Be A Habit,” that sounds forts are George Brent as Bebe Dantastefully yee oa by get-a peek at the real flesh and blood VEY hittish and she does very well in jels’ sweetheart; Ned Sparks, Edward nty thetically e Rian James and stuff in musicomedy, this one will go ees we it. he atlas ehatite : Ape George E. Stone and Allen Oks like Fees: Columnis Seymout : sound good in the telling: ‘‘Spuffle Jenkins. Tiva] j . Jols “aNces, to, Scenarist s Hs Prndfor la GREE MAG ce sor ey Off To Buffalo’? and ‘‘Young and Lloyd Bacon’s direction kept things Ges 2 th Movies," Might be Are from 3 has Y couple © high ear inv its last half-hour, if reels tlealthy.” moving briskly, and Sol Polito’s phoonsistent Tetoads of swell ee off some dance numbers and some Warner Baxter plays the over-burtomtaehy. Js oF ‘ts gsi on po . k girls, pulchritudinoy rimed trick sets that alone are worth anydened stage director and makes the ou exnibs sain hehe le hee inenice ciples nad Pie has body’s admission price. proximity of his breakdown very ae eto Sa eit : d witty rich u ‘ mart lines an ambers, than W keley dance 7 sto has done 4 peat ter. Sol eices even the ae N tha ae intimate, ail ee fan VA RI ET Y BU LLE 4 Va | the m \i into a ia Rise 713 Be y apped it a fh of this ay, January ’ i con Bas ont that has sot ary to sustain Hollywood, Friday, ee ck n that saute. een aric when tne ~ d ene every eek a + neat bit of acting as the erate ae tavtaoae applaud, : a . as the Cinder a meee into 42ND STREE enced girl who makes baie art there is a reason for it. Ne Kid pe” simij,. BUSby | 4 % Boyne i the only incongruous P . iris walking om Similar g ” ke1 lid emopening night and Prerle oe Smee ate t . However itis woven a flock of chorus & background ensembles Spain,” devised in “The ae de i of the story. Rea OWI ross the stage as a bac M : the q the star's sho Philadelphia. “124 who goes As the prelude to a possible en so that most of the audience will across ee but ah suggeste Irs. Jolson s BuCe y Keeler, a be 2 i ¢ commen cycle of musicals, Warners Bp miss the lack of plausibility. ae coe with interesting routines. agi ves : k a 288 oo Ss cae bee and Bere are snOTAE Se given the other studios something janiels as the star, in a none or xperien to shoot at in ‘42nd Street.’ As : meet un» the : C mpathetic part, turns In ith ee : -e been left for polesomeness that I rite there received by the preview audiences, derstanding performance. Baxter, ee ot the picture. If they swe ee ate che plays: Layo oy it is evident the public is not fed as the slave driving stager, Julian See oiek they could be eliminS aniels. Ginger Rost ike gloves: up on musicals if there is a logical ‘Marsh, will remind Broadwayites di ted and the picture would still Mi ee in parts that fi trecntingent bt mogeen for tunes and dance rouof Julian Mitchell in action and pH its share of interest. er ’ * : } . b . or old shoes George yee we tines being inserted in . a. temperament. a Five _ musical numbers follow have Warner, ir. Dick Powell a ne at In ‘42nd Street’ there's 4 legit Two love interests run. vnteee h other closely in the show Sy Kibbee, Ned Spark 4 George E. Sto n for everything. It’s ‘eture——Miss _ Daniels and each 0 ‘e tuneful, but two, bot, Allen Jenkins rin’ sg er put one of the age la d Miss Keeler and quence. Bly Bre > and ‘You theit pest, which 1s sie wetae is cleverly i foe Te he wereen Rian George ee fae in the show. ‘Shuffle Off to sees with Me ae ig revue | hi at has hi : i owe : : dates a Hahbi eee? Production, $e loves the ae = ie pene and James Beyaour ey ee, they do not impede ‘ oe. Oe ener of becoming nterwoven' "of the 200 men. is of being ed out a story devoid of a tion of the picture whl ers meneer I ad ne 3 ie ah a is eats sentimentality usvol epee d from start to finish. eles and likeable per; wha ic always 8° into stories 0 e = Seas tee and 01 une”. d in by on the inside a nd the public 2 seo ly thrown in : ‘oht, when Dialog is snappy an formances are turne 1 : ghow is product | ood. You on seen) atre. On the opening nigh’, on’t theatre. Few people of the stage George Stone as B axter’s assistfor that when It 1S © VG tike to it looks as though the show w e "lain about inaccuracies eorg Senkins as Stone’s dumb: ing that yo ce s broken will complain Hl ant, Allen Jenk1 re the show theY erent screen mus! 1 ga a fe ear cet ‘the for there ee ele pee ce yes man, Una Merkel as a cum +? js out an : int, er leg o knows hl ’ adnd Sifrom the backstage eae show must go on’ stuff. The show Bacon, wh cal co s fe) ular when ! the kind that one aa all the improves must F0~ on, War Top spots are handled by ner Ear as the stager, ae aniels as the star and Ruby Keeler as the chorine who replaces her. Miss Keeler contributes 4 For directed the picture with a great the action and contributed to the picture’s speed. "The muse ¢ best so far in a te Hs Berkeley’s staging is on & high : ; : 1 and Robted deal of feeling and has eGuy Kibbee as the ange . ducers have $100,000 inves ‘etrionics to @ minimum. Ned Sparks as eer a the past several years a the stager and sutnete eet “dialog has built up ert McWade and te pusiness. s good show money. comedy is one of feature. Bus Lobby Blow-Up Wisely, all the dance the producers and Clarence Nordstrom. Photography of interesting angles splendid throughout. and musical